Sometimes, when we talk about all the amazing things A.I. CAN do, we forget to talk about how it's ACTUALLY changing the world of marketing and the marketing agencies that are inside of it. In the world of digital marketing, an industry that has already gone through SO many changes in the past 10,15, and even 20 years, A.I. has exploded everything. Let’s take a deep dive into what A.I. does and how it affects marketing agencies.
Team Lately is here to help take you on a trip, to learn not only what A.I. actually is but how it is completely changing the game for all marketing agencies, big and small.
Artificial Intelligence, or A.I. (because who likes big words?), has grown from the seeds of basic computer programming into a big beautiful flower. Or maybe it resembles something more like Jack’s beanstalk. Here’s a quick speed through of some of the possibilities:
Ok we’re running out of breath, is the point clear that it can do a whole lot? Let's hope so. We bet A.I. could’ve come up with more things off the top of its “head”... sigh.
But if you didn’t notice, one thing A.I. CAN’T do is = be a real human. We’ll come back to that later.
A.I. content creation not only cuts time down to a FRACTION of the size, but also cuts budgets waaaaay down. Think about having a brainstorming meeting and having to pay 13 people to bounce ideas around off of eachother, now think about 1 computer with A.I. that KNOWS what works and what doesn’t.
And not only does A.I.-powered content take up less time and energy but it does better with audiences. More time available means more time spent on marketing that content. And better engagement on those posts means more eyes looking directly at your content and your brand.
This all sounds a liiiiittle too good to be true, but trust us, it’s not. You don’t have to pull an Ariel and sell your voice or anything. And if you’re already hooked and want into this power-up of A.I. but don’t know where to look… Allow us to introduce ourselves *wink wink*.
Ok ok, not just yet. Let's circle back and talk about the main thing that A.I. can NOT do while in the content creation phase.
A.I. is not human. A.I. can not completely replace human diction, tone, writing quality, nuance… etc. One thing we always PREACH at Lately is that you are absolutely necessary in the content creation process. This is NOT a “press go and sit back and relax forever” type of game, you need to put in a little work (although it is much less than you would be without A.I.).
So what’s the perfect recipe? Human + A.I. = MAGIC. We’ll give you a (very basic) example in Lately terms:
Let’s say A.I. gives you the sentence: “Hamster brains are more closely related to human brains than they are with rat brains” (this is a completely untrue statement.
With a human touch, you could turn that into: “Did you know? Hamster brains are more like HUMAN brains than rat brains? Does this mean they have a reason to run on those little wheels? #Foodforthought #hamsterfitness”
You take the cake and add the decorations!
This process would take sooooo much longer if you had to go out and find a verified article about hamsters, read it through at least once and take notes, make sure its something your audience is interested in in the first place, then come up with at least a dozen social posts, and THEN add hashtags that might work and might not. In the end, you have a bunch of social posts that you don’t know will even do well and a massive headache from staring at your computer screen for 8 hours. Starting to get the appeal now?
In a world driven by good content and good social posts marketing that content, A.I. changes EVERYTHING. Using A.I., marketing agencies are able to now focus more on marketing content instead of teaching people how to make good content in the first place. Using A.I. is like you’re in a rocketship racing someone in a Little Tikes car. Blast off!